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Article
Priming Bush (vs. Obama) Increases Liking of American Brands: The Role of Intersubjectively Important Values
Social Influence
  • Letty Y. Y. KWAN, Nanyang Technological University
  • Chi-Yue CHIU, Nanyang Technological University
  • Angela Ka-Yee LEUNG, Singapore Management University
Publication Type
Journal Article
Publication Date
6-2014
Abstract

Past research has shown that exposure to cultural symbols can influence personal preferences. The present research extends this finding by showing that cultural symbols acquire their cultural significance in part through their associations with intersubjectively important values—values that are perceived to be prevalent in the culture. In addition, cultural symbols can influence personal preferences through the activation of perceived normative preferences. In Study 1, perceived liking of Bush among Americans was linked to the perceived popularity of intersubjectively important values in the USA. In Study 2, both priming Bush and personal endorsement of intersubjectively important values increased Americans' liking of iconic brands (brands that symbolize American culture). Furthermore, perceived normative preferences for iconic brands fully mediated this effect.

Keywords
  • Cultural influence,
  • American presidents,
  • Intersubjective culture,
  • Brand evaluation,
  • Cultural fit
Identifier
10.1080/15534510.2013.811441
Publisher
Taylor and Francis
Additional URL
http://dx.doi.org/10.1080/15534510.2013.811441
Citation Information
Letty Y. Y. KWAN, Chi-Yue CHIU and Angela Ka-Yee LEUNG. "Priming Bush (vs. Obama) Increases Liking of American Brands: The Role of Intersubjectively Important Values" Social Influence Vol. 9 Iss. 3 (2014) p. 206 - 223 ISSN: 1553-4510
Available at: http://works.bepress.com/kayeeangela_leung/57/